Comparison Of The Qualitative Methods - Assignment Example

COMPARISON OF THE QUALITATIVE METHODS Introduction Data collection is a complex process conducted using several approaches that have both advantages and disadvantages. The success of the approach depends on the ability to develop the necessary skills and attitude for each approach employed (Borrill, Lorenz, & Abbasnejad, 2012, p. 45). The method of qualitative data collection will also depend on the nature of the study and the level of confidentiality needed for the study. The area of research and purpose is vital because it facilitates the development of the necessary approach and focus. To solve the problem of choice, a researcher must be able to understand the advantages and disadvantages of each method and identify where to apply each method (Willis, 2008, p. 123). Qualitative methods include informal and in depth interviews, focus groups, participant observation, ethnography, bibliographical research among other methods. Each method has an area of application that could lead to success, but it also creates the soil for drawbacks if applied in situations that may be different or may need some level of modification (Williams, Clausen, Robertson, Peacock, & McPherson, 2012, p. 463). In addition, each method must be evaluated by the researcher to know its suitability. Informal and in-depth Interviews An interview by definition is a well-structured purposeful conversation in which the interviewer asks questions and the respondent answers them. The reason for questions is to gain purposeful information of the particular topic or area of research (Block & Erskine, 2012, p. 345). Interviews can be done in two formats: the closed and the open interview. Interviews are more personal as compared to questionnaires. With the interview, the interviewer will be able to obtain the necessary data from the respondent in a clear way because any confusion can be clarified by the respondent since s/he is available for the elaboration (Brink, Walt, & Rensburg, 2008). The major advantage of the interview is the ease of the respondent to answer the questions because he or she does not have to write anything on the issue since her/his opinions and views can be captured with ease as compared to the other research methodologies (Fischer, 2011). However, interviews require time availability for both the researcher and the respondent. It becomes cumbersome for the respondent if it is not properly planned or time allocation for the interview was not properly considered (Weinberg, 2011). Another problem in the interview is the consideration of the interviewer as measurement part, and the interviewer has to be trained to handle any contingency that may arise in the process. The standardized, open ended interview involves the uses of questions that are to all respondents. The approach facilitates faster interviews with the ease of analysis. Closed interviews, on the other hand, involve asking the same question, but the questions have set alternatives that can be chosen from. It is applicable in areas where interviewing may be impossible (Tenenbaum & Driscoll, 2010). In business, in-depth interviews are effective when developing a new product especially product specification planning which involves the use of market research Focus groups The use of focus groups in research has several advantages. Focus group encourages interaction between group participants leading to success and more in depth in the data collected (Taylor G. , 2009, p. 156). It encourages dynamism in the data collection process because a focus group offers a dynamic environment. The participation of the group in the research will encourage the development of the necessary collective view of the issues in questions leading to the success of the whole process (Taylor & Lindlof, 2010). In addition, the focus group members are in the face to face communication – this is conductive to the advancement of various ideas. However, there are several disadvantages resulting from the focus group approach in research. First, the focus group tends to be controlled by one or two more people leading to the development of the problem of bias (Silverman, 2009). The success of the focus group depends on the moderator’s ability to stop the influence of the dominant personalities in the group. The other disadvantage of focus groups is the inability to offer conclusive answers, especially when dealing with sensitive issues. The other problem of focus groups is the ability to lose focus and consistency (Palys & Atchison, 2012, p. 478). Consequently, the group can also be affected by the artificial environment offered by the focus groups. Focus groups are vital in product performance evaluations as such the status of the product in the market is evaluated. Participant observation Participant observation is an approach that is applicable in ethnographic studies due to several reasons, which include identifying and guiding relationships with the informants. It helps the researcher gain experience on organizing and prioritizing. The advantage of the approach is that it allows a detailed description which can be interpreted to mean personal goal of describing behaviors, intentions and events as understood by the researcher. The limitation of the approach is based on gender. According to Kumar (2011), male and female researchers have different access level to information because they access different people, settings and system of knowledge (Nykiel, 2009). Compared to interviews and focus group, participant observation focuses on the perception of the participant leading to narrowing down of the research to personal preferences. In business, participant evaluation can be used in service quality analysis because the research gets the hands-on experience on the quality of service offered by the company. Case study Case study as a method of research has not been clearly understood by the researchers. It still remains controversial because of its acceptance. However, in social sciences there are research studies especially in areas where in-depth explanation is demanded for the research (Newman & Benz, 2008). Despite the controversy, the case study has several advantages. First, the evaluation and analysis of the data takes place within the context of its use, meaning within the situation in which the activity takes place. Secondly, the variations in approach to case study facilitate both qualitative and quantitative analysis of the data (Murphy, Murphy, & Dingwall, 2007). The detailed qualitative accounts obtained from the case study help in explaining the complexities of real life situations. However, case studies have been accused of the lack of rigor due to the sloppiness of the investigator (Merriam, 2009). Additionally, case studies provide a remarkably little basis for scientific generalizations. They are also tedious to conduct and produce massive amounts of documentation (McNabb, 2010). Case study focuses on an individual case; as such, it lacks the ability to generalize the study. Despite the inability to apply case studies in other spheres, case studies are applicable in joint ventures and take overs. Case studies enable the evaluation of the business precisely with consideration of the external factors affecting the product. Questionnaire based surveys Questionnaire based surveys Questionnaires form a basis of reasoning and systematic collection of data. The standardized approach makes the whole process easy to monitor and collect accurate data. It is easy to collect the necessary information fast with the focus being on the standard information. However, questionnaires pose challenges because they are used to refer to past events, which may lead to missing of the vital information. The explanation of the points illustrated may not be possible because then there is no room for explanation. Additionally, open ended questions may generate massive data thus affecting the quality if the survey. The respondent may be forced to answer superficially if the questionnaire takes a long time. They may not be willing to answer questions creating a gap in the process of data collection. Ethnography involves the study of people in their natural environment. It involves the description and interpretations of cultural behavior. The advantages of ethnography include direct observation because the researcher does not rely on second or third hand reporting. This methodology links well with the theory through comparison (Lapan, Quartaroli, & Riemer, 2011). The data collected has a holistic view. However, the approach has several disadvantages, namely, increased time requirement, diverse range of data and lack of reliability due to individualistic approach (Jahnke & Annemarie, 2012). New product development can be improved by questionnaire bused surveys because it can be easily used to collect market preferences. Comparative table of the methodologies Item/ Method Case study Ethnography Participant observation Focus groups Informal and in-depth Interviews Questionnaire based surveys Respondent influenced by the researcher None None None May be influenced by the dominant member of the group Respondent may be influenced when using closed questions demanding answers only Respondent not influenced by researcher Can the researchers perception affect the validity of the data The data collection is done by the research thus can influence the data validity The data is affected by the individualistic approach of the method Researchers’ perception plays a pivotal role in the method. Other factors influencing the data collection and choice is gender The researcher may not influence the data, but the dominant members of the group may have influence on choice The researcher cannot influence the participant because the participant shares his view. Researcher’s perception does not influence the data Time requirements Requires a lot of documentation Requires a lot of time in the planning process Requires a lot of time from the researcher and not the participant Focus group is comprised of several groups ant time will be clearly required. Requires a lot of time from both the participant and the researcher because of the face to face needs. Requires a lot of time to undertake Data diversity Minimal Diverse data is collected in the process. Restricted range of data in terms of diversity is collected in the process Diverse of data Restricted data range collected. Data diversity minimum because the questions are standard Respondent flexibility Not imperative High flexibility because the research is conducted in the natural environment None High flexibility because they work in groups leading to dynamism Restricted flexibility depending on the interview type. Open interviews have high flexibility compared to closed interview Restricted flexibility for the respondent Ease of data collection Easy collection of data because the data source is limited. Moderately complex because of diversity in data collected. Easy data as a of Moderate difficulty in the collection process because of the number of respondents dealt with during the data collection process Easy collection of data because of the restricted areas research Easy collection of data Group involvement None None None Maximum group involvement May be not required none Conclusion Qualitative research methods vary in terms of accuracy and the suitability of application. However, from the comparison conducted is evident that some research methodologies have not been accepted by the researchers as conclusive and effective. The success of the research conducted will depend on the ability of the researcher to evaluate the area of research and choose the correct method of qualitative data to be used. Several challenges exist in the choice of data, which include the advantages and the disadvantages of each method. The most commonly used data collection methods are the interviews because of the instant data collection process. However, it poses a challenge in relation to time and other logistical challenges. Case study still requires further research to convince the scholars and public of its suitability to be employed in the data collection process. In conclusion, all the data collection methods indicated is useful at the various levels of qualitative research but are dependent on the researcher’s understanding of the method selected. Each method discussed has its use in the business field at different level of the product development cycle. Reference Block, E. S., & Erskine, L. (2012). 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